Carlsberg has extended its sponsorship deal with English football team Liverpool.

The brewer announced today (27 June) that the extension will run for a further three years until the 2009-10 season, and stretches the partnership, with Carlsberg being the club's official sponsor since 1992, the longest club partnership in the English Premiership League.

"Carlsberg is very determined to support Liverpool in its ambition of continuous improving the team," said Keld Strudahl, international marketing director, Carlsberg. "We hope to see even stronger performance and hopefully some more trophies in the next three years.

The new agreement will allow the continuation of joint marketing initiatives for the mutual benefit of the club and community, as well as to utilise the partnership internationally, Carlsberg said. As official club sponsor, Carlsberg receives a rights package ensuring a global reach including the Far East, Scandinavia and Eastern Europe markets, as well as the core markets of Western Europe.

In February, Carlsberg confirmed to just-drinks that it was in talks to prolong its deal with the team. While no figures were detailed, local reports in Liverpool suggested that the agreement could see Carlsberg stump up GBP21.6m (US$42.04m) over the next three years. The current deal works out at GBP10m over two years, the city's Daily Post noted.